Figure 3 | Scientific Reports

Figure 3

From: Associating a product with a luxury brand label modulates neural reward processing and favors choices in materialistic individuals

Figure 3

Localization of value-related areas in our main liking task using a mask (region of interest analysis) obtained through a functional localizer task, namely the Monetary Incentive Delay task. Region of interest analysis in the left and right head of the caudate thresholded at p < 0.05 Family-Wise Error corrected at the voxel level (a). Extracted percentage of signal change for the contrast Most liked > Least liked * Luxurious > Non-luxurious in the left (b) and right caudate head (c). Blue lines represent luxurious items, non-luxurious items are illustrated by the orange line. Error bars represent one standard error of the mean (sem). The colored bars represent the statistical Z value of the contrast. Caud Head: Caudate head. MNI: Montreal Neurological Institute. ***p < 0.001.

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